London Fashion Week 2025

 

A week in London for London Fashion Week as journaled by our designer, Samantha Siu.

 

Day 0:

Woke up at the crack of dawn with just two hours of sleep to catch my flight. Thought I packed light, but apparently, my suitcase had other plans (what can I say, fashion demands options!). Dozed off for a bit on the plane, squeezed in some school reading, and finally landed in the evening—only to reach my hotel, 100 Shoreditch, just around midnight. Exhausted, but the day turned around fast when I got a complimentary upgrade—hello, sitting area, soaking tub, and rain shower! Total win. And yes, I came prepared with my own bubbles. Ordered Uber Eats, slipped into a warm bath, and had dinner by my side—pure bliss. I needed this. Now, if only I could win the battle against jet lag…

Day 1:

Woke up around 11:30 after a solid night’s rest and kicked off the day with a much-anticipated breakfast—Hong Kong-style French toast from Uber Eats. I’d been wanting to try it for a while, and it didn’t disappoint—crispy, golden, and reminiscent of fried mantou (a classic Chinese bun). By 2:30, it was time to start getting ready for my first London Fashion Week event. Tonight, my friend Jen (who’s a model) joined me at E.L.V. Denim’s LFW presentation on Regent Street. I went for a bold yet polished look: fire hydrant-red Brooks Brothers pants, a houndstooth blazer, and a statement Ruby Woo red lip. Naturally, I accessorized with some SSNY swag—the Renaissance Romance Necklace—and topped it off with my classic Aspinal of London trunk bag. The vibe was effortlessly chic and relaxed, which I loved. The presentation format was especially great since it allowed for plenty of mingling and conversation. After the event, we picked up our swag and wandered down Regent Street, indulging in a little shopping along the way. Once I got back to the hotel, I ordered dinner and prepped for my class. The entire evening was so exhilarating that even after wrapping up my class at midnight, I was still buzzing with energy.

 

 

Day 2: 

Woke up around 1 PM and ordered breakfast before settling in for a productive morning of homework. I set a hard stop at 2:30 PM—tonight’s schedule was packed with two shows and an after-party. For the night, I went with my Brooks Brothers suit, styling my chain bracelets into a choker for a unique touch. The first show, InF Dark, was a stunning presentation, with feather motifs symbolizing the raven woven throughout the collection—elegant and effortlessly wearable. The second show, Akkeke, embraced a nautical theme, blending daytime, nighttime, and evening wear seamlessly. After the shows, my friends and I headed straight to the 10 Magazine after-party, dancing until closing. But with an unfinished paper waiting for me, I had to call it a night by 1:30 AM—fashion week is a marathon, not a sprint!

Day 3:

I fell asleep at around 8am and woke up at 1pm. Jetlag is no joke. I order brunch with my definition of comfort food: noodle soup over duck. With a paper due in the coming days, I had some serious reading to do—but exhaustion got the best of me. I decided to skip today’s LFW daytime events and take a much-needed nap. When I woke up, I felt completely refreshed—something I hadn’t experienced in a while! Determined to make progress on my paper before heading out for the night, I wrote as much as I could before getting ready for a couple of LFW evening events. But plans took an unexpected turn when I finally caught up with my friend Lu, a photographer. When we arrived at the party, even the guest list line was wrapped around the block. Without hesitation, we ditched the wait and headed to her apartment instead. WeWe spent the night playing Mario Bros. and vibing to music. It was perfect. Afterward, I head home and start packing to prepare for the girls’ (my interns, Bella & Addy) arrival.

 

Day 4:

Running on just two hours of sleep before the girls arrived—today was going to be brutal. We managed to squeeze in a quick nap before meeting with our company’s operational manager, Tola. Over a lovely lunch at Fumo in Covent Garden, the girls got the chance to properly connect with both Tola and me. Afterward, we headed back to my hotel to grab our bags when we got hit with unexpected news—our Airbnb was canceled due to maintenance. Cue the scramble. I rushed to find a replacement, and once we secured a new spot, we quickly adapted, freshened up, and got ready for the Wanni Fuga LFW presentation. The event was stunning, with countless influencers showcasing her breathtaking designs. The energy was electric—what started as a fashion presentation soon morphed into a full-on dance party to close out the night.

Day 5:

The life of an entrepreneur is anything but easy, but every sacrifice feels worth it. This morning, I focused on my Essentials of Management paper while the girls spent their time exploring the city and creating content. By 3 PM, the makeup and hair team arrived to help me get ready for our official LFW event. Before I knew it, the clock struck 6, and I was dressed in a dreamy, light blue Cinderella-like matching set. At this point, my nerves kicked in, and everything felt like a surreal dream sequence. The event space was breathtaking—adorned with Roman antique statues that gave the room an air of timeless elegance. I took the opportunity to style the statues with our jewels, watching the space transform into something that felt like one of my own creations. The atmosphere was light and welcoming, the food was exquisite, and the service was flawless. Most importantly, I was able to personally connect with nearly every guest—something I had set out to do from the start. It was a truly magical evening, flawlessly executed by my team, and made even more special by the incredible guest list.

 

Day 6:

This morning started off slow—my body is definitely feeling the toll of Fashion Week. Eventually, we made our way to Black PR’s showroom, where the girls got to explore the incredible selection of clothes and accessories on display. From there, we headed to The Ned for high tea. It was Bella’s first afternoon tea experience and our first time at The Ned, making it extra special. The setting was elegant, the treats were delicious, and we even packed some leftovers for late-night munchies. We then returned to the Airbnb for a much-needed break before dinner. Our friend and sales manager, Dody, stopped by our humble abode to share some wisdom with the girls. Later, we grabbed a quick Italian bite at Oficina, and I headed back to prepare for my two-hour class. Once class wrapped up, Bella and I squeezed in a quick brainstorming session—we needed a quote for a magazine. I ended the night with a hot shower, some last-minute packing, and a moment to breathe before the next adventure.

Day 7:

The girls leave this morning for New York. I changed living conditions from an Airbnb to a hotel in Paddington. I tend to stay in hotels when I'm by myself; it makes me feel safer. Even though I had plans to explore, I decided to sleep and catch up on homework. As the night crawled in, I got ready to go on a hotspot adventure with my friend, Conner, who has supported me and the brand diligently. We have a tradition of indulging in amazing Chinese food together, and this time, we opted for an AYCE hotpot feast at Panda’s Kitchen in Irvington. Partway through, his friend—now my friend—Dawn joined us, making the night even better. We spent nearly three hours lost in conversation, then wrapped up the evening with a nice stroll through the neighborhood, the perfect way to wind down.

Day 8:

With glam scheduled for 3 PM, I took the morning to explore my neighborhood, wandering past Paddington Station and its charming coffee spots. Tonight, I’m attending the Industry Awards, where we’re nominated for Best Charitable Cause and Best Social Media Marketing—an honor I owe entirely to my incredible team. While Silvia, my hairstylist, worked her magic, I multitasked with homework. Once she finished another stunning look, I slowly got ready, debating my outfit—it was more formal than the cocktail dress code, but as an artist, I embrace breaking the rules. Though we didn’t take home an award, the night was a win in itself. I met inspiring industry professionals, celebrated with my amazing team, and left feeling deeply grateful for everything LFW had already brought.

Day 9:

I go home today! After an early night, I finally feel like I’m catching up on sleep. I always pre-pack my luggage the night before to stay efficient. I spend my time sleeping and getting some work done on the plane as I reflect on the past 8 days. What a trip! Now, it’s time to reset, recharge, and turn everything I’ve learned into fuel for what’s next.

See you again soon London!

XX Samantha Siu